Advanced Campaign Management

End-to-end marketing campaign management; customer journey mapping, campaign initiation, monitoring, and dynamic reporting and adjustment

Segmentation

The ability to segregate mailing list based on criteria. Example, demographics, location, target market, existing or new customers.

Lead Nurturing

The solution provides the abiltiy to create curated collateral that can be sent to warm leads.

Email Marketing Automation

End-to-end management of email marketing: email templates, email previews, spam testing, A/B tracking, multivariate testing, and email metrics tracking.

Task and Alert Automation

The solution provides the ability to create tasks and generate notifications based on pending task assignments and deadlines.

Marketing Analytics

Predictive analytics, machine learning, data ingestion and visualization; data segmentation; assign attributes to unstructured data; work from segmented data.

Marketing Workflow Management

Ability to visually edit workflows and create business rules for them.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.